Set against industrial backdrops and natural wonders, this launch campaign centred on a signature Lotus hethel yellow Eletre - chosen for its striking visibility and direct connection to the brand’s performance legacy. Every photo was crafted to reflect the slogan: Looks like an SUV, drives like a Lotus. Assertive yet refined. Strikingly progressive. The first model to be manufactured in Wuhan, China, rather than the Lotus homebase in Hethel, Norfolk, England, it was imperative to tailor the marketing of a known Chinese-assembled car into the proud, patriotic English and European market.

Rolling shots captured the Eletre in motion, designed to communicate speed, fluidity, and aerodynamic power. Taken from chase vehicles and tracking rigs, these images placed the Eletre in context - always moving, always in control. Low-angle compositions emphasised its aggressive stance and race-inspired form, making it feel sculptural and purposeful from every viewpoint.

Interior photography focussed on material detail and technology integration. Lighting and framing were used to highlight key features - textured seating, ambient lighting, digital interfaces - delivering a sense of craftsmanship feeling both tactile and forward-looking, each shot balancing innovation with elegance.

The final campaign expressed the dual nature of the Eletre - performance and precision, wrapped in a design language made for motion. The photography forms a visual narrative as progressive as the vehicle itself, capturing a new chapter in the Lotus brand evolution away from the Elise with clarity and intent.